Blog
If Surveys Had Accents
22nd April 2026
We are familiar with accents in speech. They signal where someone is from. They shape how we interpret meaning. They subtly influence how we respond. But accents do not only belong to people. In international research, surveys have them too. What an Accent Really Does An accent does not change the words themselves. It changes… Read more »
The Cleaner the Data, the Bigger the Problem
20th April 2026
In research, clean data is reassuring. It suggests clarity. Consistency. Control. Few outliers. Strong agreement. Smooth patterns. Everything appears to be working. In international research, this can be precisely the problem. When Data Looks Too Good Clean datasets often signal that respondents: understood the question in similar ways felt comfortable answering stayed within expected boundaries… Read more »
He Answered Every Question Perfectly. The Data Was Useless.
15th April 2026
The respondent was ideal. He answered every question. He was consistent. He did not hesitate. He stayed engaged throughout. From a research perspective, everything looked right. And yet, the data was unusable. The Problem Was Not the Answers On review, nothing appeared incorrect. Responses were clear. Scales were used properly. There were no obvious contradictions…. Read more »
What Translation Cannot Fix in Research
10th April 2026
Translation plays a critical role in international research. It ensures that questions are understood, that responses are captured accurately and that insight can move between markets. But translation has limits. And some of the most common challenges in global research cannot be solved by translation at all. The Problem Starts Earlier Many research issues originate… Read more »
Why the Most Obvious Answer Is Often the Least Reliable
7th April 2026
In research, obvious answers are reassuring. They feel clear. Immediate. Intuitive. When respondents agree quickly, or when patterns emerge without resistance, it creates confidence that the question has worked and the insight is sound. In international research, this confidence can be misplaced. Obvious to Whom? What feels “obvious” is rarely universal. It is shaped by:… Read more »
Why “Easy” Questions Are Often the Most Misleading
1st April 2026
In research, simplicity is often treated as a virtue. Questions are shortened, language is simplified and complexity is removed, all in the pursuit of clarity and ease of response. The assumption is straightforward: if a question is easy to answer, the data will be reliable. In international research, the opposite is often true. Ease Encourages… Read more »
Why “Clear” Questions Still Produce Confusing Answers
25th March 2026
In research, clarity is often treated as the objective. Questions are refined, simplified and tested to ensure they are easy to understand. The assumption is straightforward: if a question is clear, the answers will be reliable. In international research, this assumption does not always hold. A question can be perfectly clear, and still produce confusing… Read more »
The Reassurance That Is Not: Why Back-Translation Can Mislead
24th March 2026
Back-translation has become something of a standard reassurance in international research. The process is straightforward: translate your survey into the target language, then have a separate translator render it back into English. If the two English versions match, the translation is deemed sound. It is a logical step. It is also, on its own, an… Read more »
What the Numbers Do Not Tell You
18th March 2026
In quantitative research, the numbers are supposed to speak for themselves. Percentages are compared. Indices are built. Confidence intervals are calculated. The data is clean, the methodology is sound and the report is delivered. But in international research, there is a question that often goes unasked: Did all respondents understand the scale the same way?… Read more »
When the Conversation Continues
11th March 2026
Yesterday’s Market Research Society Annual Conference brought together researchers from across the industry to explore the evolving challenges and opportunities facing the profession. Throughout the day, presentations examined methodology, innovation and the future direction of market research. But as is often the case, some of the most valuable exchanges occurred after the formal programme had… Read more »
